Microsoft and Sony ground and pound in holiday ad war

Video game giants Microsoft and Sony are taking to mixed martial arts in a big …

The quest for the male 18-39 target demographic is one that many video game publishers have to pursue on a daily basis. Whether it's with advertisements in Stuff or Maxim clad with beautiful women or the coveted Super Bowl commercials, publishers are willing to spend big bucks to reach the critical masses. Given that the world of mixed martial arts has become prime real estate for advertising, Sony and Microsoft are throwing huge sacks of ad money at the blossoming sport.

Both Microsoft and Sony have begun a series of advertising investments in the Ultimate Fighting Championship (UFC) for their two big hardcore shooters for the holiday: Gears of War 2 and Resistance 2, respectively. Gears of War 2 was prominently featured in UFC 89, as Microsoft shelled out for advertisements on the floor of the fighting space. To counter that, Sony sponsored last week's episode of The Ultimate Fighter reality show.

Resistance 2 was featured on The Ultimate Fighterwhile Gears of War 2 had the spotlight at UFC 89.

With both Microsoft and Sony now on board, the money is really beginning to fly. On November 15, Microsoft won't just put a simple banner or advertisement within the arena but is sponsoring the entirety of UFC 91, which bears the slogan "Gears of War Presents." Given the scope of the UFC's pay-per-view events these days—especially this event as it features fan-favorite fighter Randy Couture—as well as the large-scale live event at the MGM Grand in Las Vegas, this is a huge investment on the part of Microsoft. Though the two are battling viciously, both companies declined to comment on their marketing angles.

Though the campaigns of Microsoft and Sony this year are perhaps the biggest and most costly thus far, the UFC has previously seen plenty of video game advertising. In recent years, it wasn't unusual to see special replays or in-ring advertisements sponsored by certain games. Call of Duty 4 had a major campaign in the UFC prior to its release last year, as did Rainbow Six Vegas and Rainbow Six Vegas 2. Far Cry 2 and Saints Row 2 were also prominently featured this weekend at UFC 90. And, of course, the UFC's own video games have been featured when they were nearing release, with the latest title—UFC 2009Undisputed—being unveiled during an event in trailer form.

Without question, advertising in the UFC makes sense for Microsoft and Sony. The target demographics overlap to the point where the UFC wants to be in gaming as much as gaming wants to be in the UFC, and the cross-promotion isn't likely to end there. Don't be surprised if you see Microsoft giving the spotlight to THQ and the UFC when UFC 2009Undisputed lands next year. The two seem to be a match made in 18- to 39-year-old male marketing heaven.